August 12, 2024  

Pom-Bear

A-MNEMONIC have created the catchy jingle for Iris’s ‘Put a Little Pom in Your Day’ campaign, celebrating the beloved children’s snack brand, Pom-Bear.  Aiming to connect with young families, the campaign highlights the joy of small, spontaneous moments between parents and children.

Our jingle plays a key role in the 20” TV commercial and radio spots, bringing to life the playful interactions that make the campaign memorable.

Client

KP Snacks

Agency

Iris London

Composer

Craig Brown

Vocalist

Karina Ramage

Category

Advertising, Audio Branding

March 5, 2023  

Which?

Background

A-MNEMONIC were commissioned by agency and creative studio Brave Spark to produce a sonic logo as part of the new brand positioning for the organisation Which?.

Which? has been a trusted and recognised source of information in the UK for more than 65 years.  The brand’s rigorous research gets to the heart of consumer issues that matter, with 100% independent and completely impartial advice from industry experts. 

Client

Which?

Agency

Brave Spark

Composer

Craig Brown

Category

Advertising, Audio Branding

The Idea

Brave Spark had to rejuvenate the brand and seize the opportunity to leverage its relevance in today’s crazy economic times.

The campaign would be centred around a simple and powerful message ‘Get Answers’ encouraging people to get the answers they need for all of life’s questions… 

As part of this refresh, Brave Spark approached A-MNEMONIC to create a sonic logo as part of a new sonic branding identity that could be used across all their touchpoints.  A sonic logo that suggests a lightbulb moment.

Something with a sense of optimism. That lightbulb Eureka feeling.  It had to nail the campaign tone and be instantly recognisable as Which?

Outcome

After several weeks of development and workshops, A-MNEMONNIC created a sound that represented a moment of clarity, an overwhelming feeling of ‘AHA’, a sense of relief that customers metaphorically feel after finding the answer to a consuming life question that’s been on their mind.

… And our sonic logo represents their sense of huge relief.

The Launch

With over +130 campaign deliverables across ATL and digital placements, the new Which? Sonic logo serves as a sign-off sound at the end of all their original content including podcasts, video content and every ad featuring audio.

Think TV, social AV, content, linear audio, dynamic audio, digital ads…

April 7, 2022  

Getir

Background

Turkish rapid grocery delivery service Getir – founded in 2015, invented the idea of fast 10-minute delivery for customers who can order on their smartphone app.  Riders on electric bikes will speed to your home from a network of neighbourhood warehouses with essential groceries.

Phenomenal growth has seen it expand to 15 cities in the UK.  And now operating in Germany, Spain, Italy, France, Portugal and now, Chicago, New York and Boston too.

London Agency Neverland produced some effective TV advertising.  Using music to great effect, the tv ads featured a quirky cast of believably real people singing.  Certainly catchy and memorable.

Client

Getir

Agency

Neverland

Composer

Craig Brown

Category

Advertising, Audio Branding, Jingle

The Problem

In addition to the great music Agency Neverland were using within their advertising, Getir were conscious they needed a sound signature for the brand itself.  

Getir had an existing jingle, sung in Turkish, however it was too complex and not translatable for an ever-growing international audience.

The Solution

Production of a sung mnemonic, brand track and voice-over to be used globally.  It had to be instantly recognizable and singable by anyone. Easily hummed or whistled.  Easily translatable to any language. A universal message communicating the simple joy of delivery.  

It had to work within its advertising across multiple territories, and multiple platforms. And it had to be short. 3 seconds. 

Our sonic moment would often come after the line: “From door to door in minutes…”

The Strategy

Research shows Sonic logos that include the brand name are twice as effective at cementing brand association than those that do not.

59% correct attribution when the brand name was included.  29% without. 

The simple phrase “You’ve got it – Getir” encapsulated their offering.

Research into the melodic shapes of melodies in sonic branding shows these wave or arch shapes are very popular. And easy to remember. Indeed these melodic shapes are well used in younger-skewed pop music.

We also built in a strong rhythmic structure – also popular amongst younger consumers.

“Got” and “it” are one syllable each.

 “You’ve” is technically one syllable although will easily stretch to two, or more…  and have fun with that.

We experimented to discover the perfect universal sung mnemonic. We developed a few possible solutions focusing on the stretching of  “You – ou’ve”

The creative process

Our eclectic team of composers, singers and producers could now set to work exploring these ideas. 

Two weeks of workshop sessions culminated in a live 1-hour Zoom session with the agency, clients and founders, musicians and singers, to record the basic backing track and guide vocals.

A clear favourite mnemonic was approved.

Extensive voice casting and auditions followed.

The perfect characterful singer was selected and the final vocals were recorded.

The Final Result

An original and distinctive, fun and joyful sung mnemonic, exactly communicating the brand attributes.

Sonic branding that is simple, flexible and adaptable enough for local markets to arrange if necessary. 

Multiple mixes for radio and tv. And, a longer-form 30”  ‘brand track’ which carries the same emotional DNA as the core mnemonic. 

Simple enough to accommodate a voice over, in any language.

Most importantly, engaging and attributable to the Getir brand.

September 30, 2021  

The Guardian Podcasts

Sonic Logos

Case Study

Despite being the leading commercial podcast publisher in the UK, The Guardian has only recently turned its attention to the task of branding their podcast offerings.

The marketing team at The Guardian sought help from A-MNEMONIC to create a suite of audio assets they could use across their podcasts – reflecting The Guardian’s core values and the concept of ‘diverse voices in conversation’. 

Besides creating the sonic branding for the suite of podcasts, A-MNEMONIC also had to search and cast five male and female voices that could veritably represent the sound of contemporary Britain.

The experimentation led the A-MNEMONIC team down different paths over the course of two intense weeks where a favourite idea emerged – The ‘Guardian Bounce’ – composed by A-MNEMONIC’s Adam Shaw. 

As one of the most trusted and respected outlets in the world, The Guardian’s audio branding had to clearly encompass the brand’s identity. What A-MNEMONIC did was create an original sonic umbrella, housing disparate podcasts under its cover, that artfully communicates The Guardian’s ethos in just a few impactful seconds.

“The idents have been brilliant on our editorial podcasts and we’ve already seen research to show that they’ve shifted the dial on attribution as intended” Robbie George – Senior Marketing Manager @ Guardian News & Media

Client

The Guardian

Composer

Adam Shaw

Category

Advertising, Audio Branding

June 1, 2021  

Love Island – ITV2

Opening Titles Music
Sonic Logo
End titles music

A-MNEMONIC were brought in by ITV to produce a music package for the reality show Love Island, including the theme tune, bumpers, promos and stings, through to the end credits.

The ask was for some music that had the essence of Ibiza’s dance scene, and the result was an edgy yet catchy set of music, produced by Andrei Basirov and Toby Jarvis at A-MNEMONIC.

The Production Team of Love Island won a BAFTA TV award for “Reality and constructed factual” in 2018.

Further to this, the Love Island Theme Tune has been remixed by iLL BLU and featured on the Ministry of Sound Pool Party 2018 album.  The album spent three weeks at Number 1 in the Official UK Dance Albums Chart.

Client

ITV

Production

Love Island

Composer

Andrei Basirov & Toby Jarvis

Category

TV Shows

May 17, 2021  

TalkTalk

Case Study

Sonic Logo

A-MNEMONIC were invited by TalkTalk to create their own unique sonic branding.

With the launch of their “For Everyone” campaign, TalkTalk found they needed a ‘unique sound identity’ for the brand, that highlighted great speed, a simple offering, easy to deal with – underpinned by the value of fairness.
With successes on the Sonic Branding for travel brand ABTA and TV show Love Island, A-MNEMONIC were the ideal choice to deliver a music package.

The TalkTalk brand was established in 2003 – with a history of using a vast back catalogue of music in their marketing – from “Something in the Air” by Thunderclap Newman, “Neon Rainbow” by The Box Tips, and their well-known sponsorship with The X Factor, the brand has always engaged with their audience through music.

After research into the brand’s history and brand proposition, A-MNEMONIC presented to TalkTalk their vision for the brand’s audio identity –
with the core idea of keying of the syllabic rhythms of ‘Fairer Broadband for Everyone’.

A-MNEMONIC headed into the studio briefing their team of composers to produce several full-length brand tracks, culminating in a related sonic logo. From the several routes on the table, two ideas emerged as potential favourites and placed into audio research/ testing held by Global.

Following testing, the clear winner was chosen for it’s unique, distinctive and memorable qualities – the sound of TalkTalk was born.

TalkTalk plan to use their new audio mnemonic across all media: TV, Radio, Video On Demand and across all the brand’s touchpoints.

Client

TalkTalk

Agency

The & Partnership

Composer

Adam Shaw

Category

Advertising, Audio Branding

May 16, 2021  

Just Eat

A-MNEMONIC have provided the music for the new sponsorship idents for food delivery service Just Eat.  The track is being used on various different idents across their latest campaign, that’s being aired all over Europe.

Client

Just Eat

Composed by

Adrian Leung

Category

Advertising, Audio branding

PagoFX-audio-branding
May 15, 2021  

Pago FX by Santander

A-MNEMONIC were brought in to develop the Sonic Branding for Santander’s new international transfer service PagoFX.  The sonic branding is used across all the PagoFX content – TV, Radio, Online, Events and Applications across the brand touchpoints.

A-MNEMONIC were briefed to create the PagoFX music theme, adaptable enough to be featured across seven different films. A music score was produced for each film to help portray the stories of each character. It also features a unique and recognisable PagoFX Sonic Logo that conveys the ‘ease of transfer.’

Client

Santander

Agency

Gravity London

Composer

Toby Jarvis

Category

Advertising, Audio Branding

April 7, 2021  

Game of Talents – ITV

A-MNEMONIC have produced the music package and theme for Game of Talents on ITV – a new TV series that combines the excitement of a talent show with all the fun of a game show.

Contestants try to discover the secret talents of the public for a chance to win a big money prize.

The series has been made for ITV by Thames – producers of Britain’s Got Talent and Supermarket Sweep – and will air every Saturday evening.

Each episode will see contestants team up with a celebrity favourite as the pairs work together to try and figure out the surprising and often bizarre hidden talents of eight mystery performers.  Game of Talents merges the excitement of a talent show with all the fun of a game show where viewers can play along at home.”

Client

ITV / Thames TV

Production

Game of Talents

Composers

Adam Shaw, Tim Clarke, & Toby Jarvis

Category

TV, Audio Branding

April 6, 2021  

Rob Beckett’s Smart TV – Sky Max

A-MNEMONIC is thrilled to unveil their latest project: the theme tune and musical identity for the exciting new show “Rob Beckett’s Smart TV” on Sky Max.  With composers Andrei Basirov and Toby Jarvis leading the charge, they have created a soundtrack that perfectly captures the show’s fast-paced energy and comedic charm.

In collaboration with Talkback Productions, a Fremantle label, renowned for hits like “Never Mind the Buzzcocks,” “Rob Beckett’s Smart TV” promises to be a lively celebration of television’s magic.  Hosted by the incomparable Rob Beckett and featuring the quick-witted banter of team captains Josh Widdicombe and Alison Hammond, the show guarantees viewers a whirlwind journey through the small screen’s most iconic moments.

Broadcaster

Sky Max

Production Co.

TalkBack/Fremantle

Composers

Toby Jarvis
Andrei Basirov

Category

TV Themes